After long dominating the lingerie market, Victoria’s Secret is under pressure.

Last week, it announced 200 job cuts and a corporate restructuring, while also trying to ween itself off reliance on its iconic print catalog in favor of a focus on customer loyalty and social media.

The struggle the brand faces is, in an age of body positivity, it feels distinctly 1990s, while upstart competitors like Adore Me and Negative to Third Love are making inroads in the $17 billion U.S. lingerie market that Victoria’s Secret continues to dominate with nearly 75 percent market share.